Quality of customer service in Portugal

All the below is my opinion (!) based on 10 years in Portugal and the limited services I required over that time.

How would you describe customer service in Portugal?

Portugal doesn't have a service culture comparable to the USA. There also doesn't seem to be a consistent training for service personnel. Once you know the right people (e.g. garage for car service) customer service is great.

Are staff generally friendly and helpful, or more formal and direct?

Unless dealing with companies like TAP, the service staff is usually helpful (but also formal and direct). It very much depends on the personalities involved. Things also take their time, so one shouldn't be in a hurry. In public services I feel that many employees feel they only get paid for the time they spend at their desk.

How do businesses handle complaints or requests for refunds?

Companies like TAP seem to completely ignore complaints. Yesterday I returned a wine glass (wrong size) to Auchan and without hesitation they returned the money (in cash). At El Corte Ingles they were also excellent in this respect. No general answer there.

Do expats get treated differently than locals?

YES, in a positive and negative sense, depending on who one is dealing with.

Any tips on how to get the best service in Portugal?

Be friendly and you have a good change to be treated that way as well. Doesn't always work, though. Deal with companies recommended by people you trust.  Don't expect a US Service Culture.

Lack of Customer Service isn't a reason why I would consider leaving Portugal. It's good enough for us.